The URL can be used to link to this page

Home My WebLink About02. Burton US Open RecapSurveyed Event Recap: 2019 Burton US Open June 4, 2019 Burton US Open Snowboarding Championships: February 25th, 2019 –March 2nd, 2019 Marc Murphy Office: 802.651.0493 Mobile: 860.485.6715 marcm@burton.com Whitney Heingartner Office: 802.652.3770 Mobile: 802.779.1451 2 PHOTO 3 Table of Contents Introduction Page 4 Burton Trail Map Page 5 Sustainability Page 6 Athlete POV Page 9 2019 Goals and Objectives Page 10 Highlights Page 11 Lessons Learned Page 12 RRC Survey/General USO Findings Page 13 Attendance/Visitor Page 15 Lodging Page 23 NPS Page 25 Revenue and ROI Page 26 Community Page 28 Broadcast/Webcast Page 31 Marketing and Promotion Page 37 Social Media Page 38 PR/Communications Page 43 Event Budget Page 48 Appendix A:RRC Survey, Burton Dash Analysis Page 50 Appendix B:RRC Survey, USO Intercept Page 51 Appendix C:Contractual Deliverables Page 52 Introduction Our companies share global scope, consumer focus, environmental positioning and a long-term vision which make this Brand Friendship Best in Class. VAIL IS OUR HOME MAKING MOMENTS AND MEMORIES 4 Burton-Trail Map 5 2020 Sustainability Goals 6 2020 Sustainability Goals 7 USO Sustainability Efforts 8 •The 2019 Burton US Open was carbon neutral •Waste diversion increased from 58%to 80% in 2019 •With the help from partners such as Clif and Protect our Winters Burton continues to stay committed to our goal of producing a zero waste US Open by 2020 Athletes POV 9 “The thing that makes the U.S. Open different to the other competitions is that it’s a snowboarder’s event,” said James. “It’s run by snowboarders for snowboarders with so much history behind it. So winning here at the open for a snowboarder is a career moment.” -Scotty James on Open / ActionSportsToday.com “For me, the U.S. Open is one of the best events of the year, but winning it makes it so much sweeter. It was just a matter of managing my energy throughout the week with all these activities going on around competition.” -Maddie Mastro on Open / ActionSportsToday.com 2019 Goals and Objectives 10 •Level set music programming •Implement new global media elements (Sina, Red Bull, IMG) •Develop on air features (Clif Best Line, Toyota Rookie of the year, Burton Bonus Hit) •Progress Burton Adaptive Prototype Project •Elevate spectator experience (on-hill & off-hill) Highlights 11 •Competitive outcome (Red and Maddie) •Clif Best Line –Best performing post of all time •Junior Jams popularity continues to rise •Operational success under challenging weather conditions Lessons Learned 12 •Solaris continues to be a great venue for entertainment •It is important to have different levels of premium access •Continue to build equity in great US Open partners •Soccer lot availability is critical to event success RRC Survey Results & General USO Findings 13 USO Intercept & Web Survey Survey (Commissioned by Burton, Appx A & B) 14 RRC Conclusion Overall, the Burton USO survey results in 2019 tracked closely with results observed in 2015 to 2018. The USO continues to show strong contributions to the Town of Vail measured in terms of respondents’ decision to visit Vail,ability to bring in a significant share of overnight visitors, and holding onto repeat visitors. However, slight declines were noted in likelihood to return to USO in the future, purchase Burton products in the future and the NPS score decreased slightly as well. The return on investment to the Town of Vail was down slightly in 2019 due to the lower attendance at this year’s event. The direct economic impact to the Town of Vail in 2019 was $3,093,723, whereas 2018 saw an impact of $3,742,284. Results continue to highlight that the US Open is successful in reaching an audience that differs from the typical profile of Vail visitors during late February/early March. Once again in 2019, a major share of attendees were young adults aged 18 –34, relatively less affluent than the typical February/March visitors to Vail, and likely to be snowboarders on Vail Mountain. However, it should be noted that the event profile, as measured through surveys, showed attendees to be slightly older than in 2016 and more affluent than in the prior three years of the event. Attendance 15 Attendance at the 2019 USO was strong with over 21,400 unique attendees across the 4 main days of the event. Spectators vs. Impressions Unique Spectators Golden Peak Solaris Riglet Total 2019 (2/25 -3/2)21,400 45,451 13,500 199 59,150 2018 (3/5-3/10)21,700 44,800 18,850 175 63,825 2017 (2/27-3/5)22,200 40,650 21,200 293 62,143 2016 (2/29-3/6)21,500 35,660 22,300 250 58,210 Lodging Type 16 Visitor Type 17 Visitor Profile: Nights in the Area & Travel Party 18 •56% of guests attending the US Open are in the area for 3-8 nights and traveling in groups of 2 or more Visitor Profile: Demographic 19 Importance of Event to Visit Vail 20 •50 percent of spectators came to Vail for USO. This is the segment that represents new activity for Vail Activity –Skiing / Snowboarding 21 Overnight Visitor Profile 22 Business Impact –Lodging 23 •Under the Burton room block within Vail,1,995 nights, $1,029,058 dollars •Burton room block within Vail, Edwards and Avon, 2,121 nights, $1,057,109.00* Lodging Tallies Event Week High Event Week Low Feb/March ADR Room Nights 2019 Mar 2 (Sat) 94.5%Feb 25 (Mon) 72.6% Feb -$637 March -$580 1995 2018 Mar 10 (Sat) 91.06% Mar 5 (Mon) 78.72% $605 1849 2017 Mar 3 (Fri)93.4%Feb 28 (Tues) 78.2% $634 1774 2016 Mar 5 (sat) 96%Feb 26 (Mon) 80%$571 1741 Business Impact –Lodging 24 "Burton is a good, strong bump in our business," - Manor Vail Lodge GM Bob McCleary / VailDaily.com NPS (Net Promoter Score)/Likelihood to Recommend 25 Strong ROI 26 •The daily economic impact per attendee was $145 •The direct economic impact to Vail by attendees was $3,093,723 •ROI to Vail (based on attendees): $6.31 27 Parking Revenue 2019 VTC LH $ -Transactions $ -Transactions 3/1 $24,429 –3,199 $14,573 –1,771 Filled at 12:10 Filled at 12:15 180 cars on Frontage Rd 3/2 28,563 –2,981 21,030 –1,631 Filled at 9:50 Filled at 10:50 419 cars on Frontage Rd 3/3 29,601 –2,309 20,502 –1,680 Filled at 9:30 Filled at 9:35 352 cars on Frontage Rd Totals $82,593 –8,489 $56,105 –5,082 951 GRAND TOTAL $138,698 –14,522 Community Contribution USO Concert Stage Solaris:17 free music acts across 4 nights, + 6 nights of music at Shakedown presented by Jack Daniels. Our collective approach to the Solaris Stage production was overly conservative this year. After Party: The Dobson Ice Arena is a fun, safe and memorable closing celebration to the week. 28 School Outreach 29 School Outreach Programs: local youth were given the epic moments and memories •Red Sandstone Elementary: •153 first to fifth grade students experienced the action from the front row in VIP Viewing for Slopestyle and Halfpipe semifinals. Students were cheering, high-fiving top riders, getting autographs and taking selfies •Children’s Garden of Learning: •24 preschoolers (age 3-5) took part in Burton’s Riglet Learn-to-Ride program at Golden Peak CHILL 30 •The CHILL Fundraiser was hosted at Colorado Snow Sports Museum •CHILL had an extremely successful week raising money for the program through activities in Vail •Partnership concession sales contributed $18,388.45 to CHILL •CHILL fundraising party raised $6,680 Webcast 31 Webcast 32 The focus in 2019 was RBTV as this was the platform with the longest view times, reflecting the strategy to focus on the engaged viewer. Despite the different programming strategy and lower overall views (mainly from a decrease in Facebook lives), we have an increase in Time Watched and Avg. Play Time by 22% and 45% correspondingly. The increased time watched shows that this year's live events were more interesting than in 2018 (2:23mins to 11:42). For Red Bull TV live, the average minutes watched increased from 39 mins to 44 mins, coupled an increase in average minutes watched on TV Devices (compared to Web and Mobile). Athlete success drove country viewership and our top viewed nations were once again USA, Japan and Canada. Key Outcomes Sina Live Broadcast Total number of live broadcasting viewers: 710,316 •Slopestyle semi-final total viewers: 150,206 •Halfpipe semi-final total viewers: 161,441 •Slopestyle final total viewers: 183,735 •Halfpipe final total viewers: 214,934 Sina Sports is a leading Chinese digital sports media platform that provides live sporting events, highlights, news, discussion forums and other related sports content, primarily targeted at Chinese communities around the world. Burton US Open Halfpipe and slopestyle semi-finals and finals were broadcasted live on Sina Sports, and accessible on both web and app platforms Domestic TV 35 Domestic TV Total Programs Total Viewers 2019 (FS2, FSN) 4 Original + reairs 508,000 2018 (FS2, FSN, TV8)4 Original +reairs 887,000 2017 (FS2, FSN)4 original + reairs 539,000 2016 (FS2,FS1, FSN)4 original + reairs 303,000 •The USO programming plus Signature Series featured Vail/Town of Vail in all the programs. TOV received 4 commercials and 2 billboards that ran in USO programming (and the re-airs) *Broadcast coverage will continue to grow with additional re-airs Global TV 36 •IMG continued to leverage its position as the world’s largest distributor and producer of sports media, by producing and distributing a comprehensive media package which included; Live and Highlight Shows: Potential Household Reach –372,545,585 Broadcasters –8 Territories –38 •Key Wins: •CCTV –Major state TV Broadcaster in China •ESPN South –Latin America •FOX Sports Asia and FOX Australia •10 Burton Key Territories -Argentina, Australia, Chile, China, Finland, Italy, Japan, Korea, Norway, Sweden Print & Digital Impressions 37 Four-month flight of print & digital advertising deployment across Vail and Front Range. Total Impressions:989,000 BurtonUSOpen.com 410,133 impressions Burton USOpen App 3,289 users Organic Social Overview Social Strategy 39 Social media at the Burton US Open is paramount, for event coverage, audience information, Partner promotion, highlights and athlete profiles. Each social channel serves a specific purpose to maximize the effect of the message. This year, was a success with the launch of the new @burton social channel, and new rider focused social contests, Clif Best Line on @burtonsnowboards. •Instagram was the vehicle for higher quality content •Instagram Stories was used for exclusively “behind-the-scenes” •Twitter was used for real-time competition results and in-venue updates •Facebook was primarily used to host video and photo libraries, as well as drive traffic to the live stream or Red Bull Facebook Live show •YouTube is where we shared all US Open video content, including full broadcast replays and individual broadcast features Social Success 40 •Compared to USO18, impressions increased by 138% and engagements increased by 429%. This is largely due to the addition of more video content (athlete features, etc.), and more onsite boosts. •Video continues to be an important source of US Open social content, including in- the-moment cell phone video used for Instagram stories. •The Clif Best Line voting post was our most successful social post of all time. •On YouTube we had USO Announcement video series featuring athletes Red, Takeru, Mark, Anna and Chloe. Overall view rate was above average, but Anna’s video had the highest view rate with 51.84% •Having action-focused content on @burtonsnowboards and lifestyle on @burton allowed us to achieve more of a balance in number and frequency of posts, instead of a huge overload on one channel as in past years. Top Facebook Clip 41 NEW IMAGE Top Instagram Clips 42 NEW IMAGE NEW IMAGE NEW IMAGE PR/Communications 43 “For such a storied snowboarding event, the Burton U.S. Open couldn’t have been a more symbolic venue to progress the sport.” -Katie Lozancich on Maddie Mastro making history at Burton US Open / TetonGravity.com “Not only is it the longest-running contest in snowboarding’s history, The Burton US Open is the most prestigious. Why? Well, an Olympic medal will make you more famous outside the sport, but as far as snowboarders are concerned, this is where the heart and soul of the sport resides.” -Jason Horton via RedBull.com “The best riders, the most progressive courses and formats, and, of course, the biggest, most stoked crowd: this is what makes the Open unique.” -Jason Horton via RedBull.com Highlights The 2019 U.S. Open generated impressive interest across multiple media platforms around the world. The Global Burton PR team provided full-scale, pre-event, on-site and post-event support for the 37th annual Burton U.S. Open Snowboarding Championships in Vail, CO 100 media contacts representing 75 press outlets. Included ESPNW, Teen Vogue, Cosmopolitan GE, NYLON Japan, The Inertia, CBC (Canada), Teton Gravity Research, Mashable, and King Snow. 440+ US Open stories 3,331,406,257.00 Total US Open Impressions Print: 4,170,455.00 Impressions Broadcast: 121,257,714 Impressions Online: 3,205,978,088 Impressions Total Ad Rate $54,131,769.78 Print Ad Rate: $16,839.01 Broadcast Ad Rate: $1,999,212.88 Online Ad Rate: $52,115,717.89 44 Coverage 45 Coverage 46 Coverage 47 NEW IMAGE NEW IAGE Budget 48 •Total event budget:$5,039,000 •Town Council Funds: $490,000 2019 US Open Budget Marketing $5,039,000 Marketing Campaign / Media Buy $87,000 Global broadcast production / distribution $852,000 Staffing $810,000 Course / Venue build $471,000 Event infrastructure $580,000 In-town activations $440,000 Security / Police / Medical $146,000 Branding $215,000 Food & Beverage $175,000 Lodging $815,000 Travel $49,000 Shipping / Storage $35,000 Prize Money $364,000 Appendix 49 Appendix A: Burton Dash Analysis 50 Appendix B: Burton Intercept Survey 51 Appendix C: Contract Deliverables 521)The right to Town of Vail name and/or logo I.D. on USO 4-color print ads in national publications 16)The right to the inclusion of :10 second of Town of Vail footage in one or more USO television programs, Burton to produce;17)The right to quality talent for the Solaris USO concerts;3)The right to Town of Vail name and/or logo I.D. on three-thousand four hundred (3,400) USO posters and eight thousand five hundred (8,500) event flyers;18)The right to visibility via Burton's global television distribution;4)The right to Town of Vail name on the USO media releases;19)The right to an increased paid USO marketing/social media push and presence into key domestic and international Town of Vail markets;5)The right to Town of Vail name and/or logo I.D., with link, on the landing page and sponsor page of the USO website to launch in January 2017;20)The right to a continued Town of Vail merchant outreach and support program surrounding the USO (Apres All Day Program) - Larkspur, Red Lion, Pazzos, Garfs6)The right to Town of Vail name and/or logo I.D. on twenty (20) Rider/Competitor bibs;21)The right to the expansion of the Riglet program to Golden Peak;7)The right to Town of Vail signage displayed in the USO competition venue and sponsor village. Burton to produce no less than ten(10) 3'x8' coroplast signs and the necessary 3'x8' vinyl banners;22)The right to a TOV to be included in the NEW USO App8)The right to Town of Vail name and/or logo I.D. on the 8'x8' USO awards backdrop;23)The right to the creation of a Wednesday night event (official welcome and kick off band) with the goal of driving people into town earlier in the week.9)The right to a minimum of fifteen (15) Town of Vail PA mentions at the USO at Golden Peak and Solaris;24)The right to the creation of a fun, community driven event in Solaris (Broomball Tournament);10)The right to two(2) thirty second (:30) spots to be aired during the live 60 minute or 120 minute USO programs to be aired on Fox Sports 2;25)The right to a USO Town of Vail school outreach program which will be exclusive to Vail schools including Red Sandstone and VMS and Children's Garden of Learning.11)The right to integrated TOV onsite signage visually into the webcast and television programming globally;26)The right to expanded grass roots/local community marketing12)The right to Thirty one (31) pairs of USO VIP credentials (62 total credentials);27)Focus on marketing to the early season visitor with the goal of having them return to Vail for the USO13)The right to ten(10) thirty second (:30) spots to be aired on the Big Screens during the USO;28)The right to target the spanish speaking market with specific USO messaging. 14)The right to place a printed collateral piece in one thousand one hundred (1100) USO gift bags;15)The right to receive Thirty one (31) USO gift bags;2018 Burton US Open of SnowboardingTown of Vail Rights and BenefitsBurton US Open Sponsorship Rights and Benefits